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Pick of the Week: Hey Girls ‘pisses people off’ to fight period poverty The ad was designed to invoke maximum anger and it works. by Brittaney Kiefer Free email bulletins ....
At The Drum, we believe great work deserves recognition and that talented creatives should get their share of reverence for the hard work they put in. So each week we will update our hall of fame, celebrating the 10 best ads from our Creative Works section. Welcome, and don’t forget to vote for your favorite! In partnership with Adobe Stock, The Drum’s Creative Works is a handpicked selection of our favorite work from around the globe, covering digital, OOH, print, TV and radio. Each week, The Drum selects the 10 best ads from the section. To submit work, please fill out this online form. ....
A new film wants to make people angry about period poverty Hey Girls has released a chaotic campaign film directed by Margot Bowman, which aims to rile up viewers as a way of driving action 06/05/2021 7:15 am The lack of access to period products, known as period poverty, has come into sharper focus in the UK. Last year, Scotland became the first country in the world to make period products free to anyone who needs them and the UK ditched the ‘tampon tax’ in January. However, the picture remains bleak on a national and global scale particularly in light of the pandemic, which has caused a surge in the number of women and girls affected. ....
Creative 17 Add to collection Psychological study from adam&eveDDB and PRETTYBIRD director Margot Bowman follows a girl caught unprepared for her period at school A psychological study is at the heart of a new campaign by Hey Girls, the social enterprise founded by Celia Hodson to tackle period poverty. The idea, created by adam&eveDDB, revolves around a film called ‘Seeing Red’ which has been carefully crafted to evoke anger that motivates positive action. The proposed dictionary definition of period poverty , as shown in the film, is a lack of safe access to period products due to financial or social constraints. Period poverty affects 1 in 10 in the UK and surged in 2020 during the COVID pandemic. In fact, a survey by the charity Plan International UK showed that as many as one third of 14 to 21s in the UK struggled to access or afford period products during lockdown. ....